In 2023, attention spans are shorter than ever and therefore short-form content has become a powerful tool for businesses and influencers looking to capture the attention of their audience and engage a community online. In recent years, short-form content has emerged as a popular way to communicate ideas, promote products, and engage with audiences.
It’s not just me that thinks this! According to a recent survey by Hubspot with 1,200 marketers, short-form content will see the most growth in 2023 compared to any other marketing tool due to it being the most effective and having the highest ROI. Below, I will explore five reasons why short-form content is the future for brands trying to build a successful online business.
1) Attention Grabbing
Short-form content is designed to capture the viewer’s attention quickly. In today’s world, where content is so easily accessible, it is essential to make an impression quickly within the first second or so. A catchy headline, instant hook or a brief video, can quickly grab someone’s attention and encourage them to engage with the content. With TikTok especially, almost all viewers will come from the ‘for you page’, so there needs to be an immediate hook in the content early on, to prevent users from scrolling past. To actually count as a view, you need to watch a TikTok for three seconds which gives a very short window of opportunity to hook someone who sees your content. Therefore, it is absolutely crucial that you make your videos as appealing and attention-grabbing as possible.
2) Cost Effective
Short-form content is often more cost-effective than longer-form content. Creating a short video or a social media post requires less time and resources than creating a longer video or an insight piece. This makes short-form content an ideal choice for businesses with limited resources. From a recent Hubspot report, data from over 1,200 marketers said that over 90% will increase or maintain their investment into short-form content in 2023. Will you join the majority?
3) Shareability / Virality
Short-form content is highly shareable, making it an ideal tool for businesses looking to expand their reach. Social media platforms such as TikTok, YouTube and Instagram have made it easy for users to share short-form content with their followers, which can lead to increased exposure and engagement. For example, TikTok has over one billion active users and Instagram has 2.35 billion active users every month consuming content, so the sky really is the limit for brands wanting to get their foot in the door of short-form content.
Short-form content is easy to consume, making it an ideal choice for busy audiences. People are often looking for quick and easy ways to consume information. Short-form content, such as a Tweet or an Instagram Story can quickly convey a message or an idea, without requiring too much time or effort from the user. You can now consume just as much information in a 30 second Instagram Reel as you can in a 30 minute YouTube tutorial from five years ago. Times have changed and it’s important for marketers to adapt. According to Wallaroo Media, data shows that the average user opens TikTok eight times per day which clearly shows that TikTok content is very accessible and that people will go on the platform for short periods of time per day.
Short-form content can be used in a variety of ways, making it a versatile tool for businesses and influencers. Short videos can be used to promote products, while social media posts can be used to engage with followers. Short-form content can also be used to drive traffic to a website or a landing page which is important for a business trying to sell a product or service through social media. That piece of short-form content could turn into sales or leads which means more revenue for the brand. Around 55% of users use TikTok to research new brands or products which demonstrates the power businesses can have in the market and how you can leverage short-form content to increase revenue.
Short-form content can be text, images or video, providing a lot of information really quickly for your audience. Whether it be an infographic on Instagram, a YouTube Short or a TikTok video, you need to be using short-form content to grow your business in 2023.
If you want to find out about how MAXX can help your business create short-form content then don’t hesitate to get in touch. MAXX is the perfect extension of your marketing team.
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